Mindshare, Culture Machine partner to launch Content Lab

MUMBAI: Mindshare, a part of GroupM, is partnering Culture Machine to launch Content Lab as part of their Content+ division.

As part of this association, Mindshare’s clients will have access to Culture Machine’s patent pending big data content platform Intelligence Machine (IM), as well as its programmatic content tool Video Machine (VM), in addition to the latter’s team of analysts, data scientists, machine learning experts, channel management, audience growth and in-house content studios across North and South India.

Both firms will work together to co-create unique and differentiated content for the digital environment. The motive to create Content Lab is to use best practices in digital content marketing by marrying cutting-edge data science with content creation, across languages, nation wide.

Intelligence Machine and Video Machine, the internal technology platforms of Culture Machine, have been helping power the rapid growth of its media brands that span Being Indian, Put Chutney, Blush, Epified and Awesome Sauce, part of a growing network of brands that account for 600 million monthly views across YouTube and Facebook.

While Intelligence Machine identifies the content recipe for brands and creators that resonate with their targeted audience and enables them to translate the insights into a reliable programming strategy, Video Machine makes high-quality videos at scale from any given audio or text source.

Mindshare South Asia CEO Prasanth Kumar said, “We are delighted with our partnership with Culture Machine. Their combination of technology and content is great step towards engineering our vision on Content+, a division of Mindshare India that helps brands with great storytelling, penetrating consumer timelines and conversations.”

“With 28 OTT platforms, emergence of new video formats like live, 360, vertical video and all social platforms turning to video, how does one know what content to create, for which platform and create it at scale? In partnering Mindshare, we are bringing the answers by combining the best of the technology, content and advertiser world into one lab to build India’s leading practice of data-backed branded entertainment,” said Culture Machine CEO and co-founder Sameer Pitalwalla.